The Home Beauty Edit will allow customers to purchase bundles from its Clairol and Sally Hansen brands
Coty has responded to UK consumers in lockdown with a new delivery service for its high street brands.
Dubbed The Home Beauty Edit, the new direct-to-consumer platform will allow shoppers to buy beauty ‘bundles’ that will be received within two working days.
Retailing from £17.97, the bundles will initially include products from hair colour brand Clairol, as well as nail and colour products from Sally Hansen in ‘at home salon’ and ‘manicure essential’ sets.
“We are always looking at ways to make the lives of our shoppers easier,” said Coty’s Direct to Consumer Director, Charles Oades.
“Given the current terms of lockdown in the UK and the challenges our consumers face in getting online deliveries or to the shops safely, it presented a perfect opportunity to try to help.”
He continued: “Consumers still want to feel and look their best and we hope this initiative can enable them for the safety of their home.”
Since the stay-at-home order was put in place on 23 March, due to the coronavirus pandemic, more customers have been purchasing DIY products including at-home hair dyes and nail care products.
British nail care brand Ciaté saw a 900% sales boost online while consumers spend more time at home.
Meanwhile, hair colourant company Knight & Wilson reported a 1,200% sales increase since the lockdown was enforced.